UX Awards

The Premier Awards for Exceptional Digital Experience

Project Rushmore Details


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Harley-Davidson needed to launch a redesigned lineup of the touring bike built for cross-country adventures

The work done on Project Rushmore takes a modern dimensionalized storytelling approach, with full screen interactive video, to help contemporize a 110-year-old American classic brand. Through the innovative marriage of video streaming and Interactive Experience Technology we celebrate the fans and the fantasy of the open road in six and a half minutes of luscious interactive video. Today there are many examples of amazing time based video and interactive text. However, Project Rushmore asks the question, “Why can't we interact with the video itself?” Moving away from 20th century models of video interaction, this piece uses the video as the space for user connectivity and exploration. Users are allowed to seamlessly jump in and out of the video experience to discover new product features, or to immerse themselves in the fantasy of the open road.

Live Project Link: http://projectrushmore.harley-davidson.com/en_CA

Why this project is worthy of a UX Award:

The Rushmore microsite drove more than 1.4 million visits in 2013. Total video viewing time was the equivalent of more than 7 years. 50% of viewers who started the video continued watching for a straight 10 minutes. Sales targets for Rushmore were exceeded in 2013. “Initial retail sales of the new Project Rushmore motorcycles sparked the largest year-over-year new model sales increase in two decades.” Keith Wandell, Chairman and CEO, Harley-Davidson

Submitted By: SapientNitro

Client Name: Harley-Davidson

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